Social Media: Who and Why?

Buzz Master

Buzz Master

Hola, I am sure there are as many reasons for using social media as there are people with needs to communicate (and that’s a lot). 

In this post, I am going to try and describe some of the possible profiles of people practicing social networking and one of the ways to connect the various social media platforms to build a social media bridge (perhaps more for brand rather than personal use).

What are the social needs answered by social networking? Here are a few, I am sure there are many many more: (Let me know)

  1. Friendlies: Friends keeping up with far flung friends
  2. Lonelies:  People making new friends
  3. Slaves: Expanding their business networks or looking for work
  4. Groupies: People following people they like or admire
  5. Famers: Building a following for some reason or another
  6. Sharers: Sharing content, pictures, videos just for the sake of sharing
  7. Critics: Either positive or negative comments on consumer content driven sites such at Trip Advisor or GoSeeTell etc
  8. Gamers: Much neglected but a large social activity of gaming against world wide opponents
  9. Players:  Businesses growing businesses

Now, I know there are many other market segments using social media and please comment and let me know your ideas. Also, people can be one or more of the above catagories from one day to the next. But whatever our mood of the day we need to be spoken to in a different voice if we are looking for a new friend or a new business contact or reach out to someone we just met.

All these folks in 1-9 can be divided into three major categories:

  1. Avid content creators
  2. Avid content consumers
  3. A bit of both

Leisa Reichelt says that the syncopated updates we share publicly with friends and followers in Twitter (and blogs and Flickr….) add up to what she has called “ambient intimacy.”

“Ambient intimacy is about being able to keep in touch with people with a level of regularity and intimacy that you wouldn’t usually have access to, because time and space conspire to make it impossible. Flickr lets me see what friends are eating for lunch, how they have redecorated their bedroom, their latest haircut. Twitter tells me when they are hungry, what technology is currently frustrating them, who they are having drinks with tonight.”  Thanks to Jeff Jarvis BuzzMachine

So if you look at the many platforms of social media, how can you best utilize them to get the word out about your brand. I am not talking about content creation, I am just speaking about tying them together to make a bridge.

I am sure there are just hundreds of different and successful ways, here is one I have tried and it works for me:

Your social platforms (Twitter, facebook, MySpace, Linkedin etc).. feed your blog postings or e-zines, which then in turn feed your Web sites, all of which expand the follower’s knowledge about your brand. Each step across the bridge is an expansion of the readers knowledge about you or your brand.

Your Tweet comments or your facebook wall are, by their very nature limited and made to titillate the reader. A tiny URL can show them the way to your blog or e-newsletter which gives them expanded information and knowledge and also allows them the opportunity to get them to know your brand better on your Web site.

All of this, of course depends on what you have to say and how you say it. There is no reason why someone can’t go straight from your facebook to your Web site and often may do that. Also your blog posting may show up on your Linkedin site (or others). There a many many circles in this whole game of social networking (hence the word networking). However, this overly simplified description of ONE path has helped me not to go totally mad!

Next week, let’s talk content and creating buzz. Bye









  1. Curtis Wright says:

    The most difficult chasm for brands to cross in building social media bridges (to tag along on your metaphor) is that brands aren’t (usually) people. But the social media are all about people connecting with people – some they know, some they don’t but would like to, and some they may come to wish they never had. Perhaps it’s best not to attempt personification on a brand. (That even sounds like something foul to do.) Maybe it’s better to just be the person that’s an evangelist for the brand.

    • buzzmaster says:

      Curt, thank you for your comments (wise as always). I do think we are seeing an increasing rise in personal brands even outside the entertainment industry. With the rise of the creative class we are seeing people wanting to know more about people than just an occasional conversation on facebook and a bridge traveling from a tweet to a blog to possibly a Web site about a creative and talented person seems like a natural progression in that growth of engagement. I agree about your comment about being an evangelist for a non-personal brand and not interrupting the normal social conversations. Hey, this is good stuff. Thanks Curt please keep helping.

  2. Jennifer Cox says:

    There does seem to be an interesting balancing act for some people to share information with friends or to just boost the ego. Is it a personal brand or a professional brand? For those of us in the sales realm, the personal brand will drive the professional brand. If someone doesn’t like you, virtually or in reality, that person will not care about your professional brand. Just as in “real world, face-to-face” interactions, you can tell in the social media world who is seeking approval and admiration for anything they do at any given moment versus genuineness. With so many different platforms, it’s easy to separate your worlds. Years ago, the question was, “Are you travelling for business or pleasure?” Now, the question is, “Are you virtually business or virtually pleasure?” I think we all need the difference.
    I love the “ambient intimacy” phrase!

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